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Print media is a highly trustworthy advertising channel

A recent pan-European survey conducted by VTT, the Technical Research Centre of Finland, asked more than 700 consumers in 13 countries about their media usage and their attitude towards advertising. Print Power, an organisation dedicated to promoting print media (http://www.printpower.eu/en), presented this week the results that underline the strength of print media.

by Nick Tjaardstra nick.tjaardstra@wan-ifra.org | March 8, 2013

The study found that despite important changes in media consumption in recent years, consumers continue to have most trust in advertising in magazines and newspapers. This is not only true for the older generation. Also younger people, who use a variety of media with Internet as their dominant channel, trust on print. They judge magazines and newspapers as important or more useful than social media. Print media is rated as a highly trustworthy advertising channel across all consumer segments.